Aaron is an Associate Professor in Marketing at Nottingham Business School, Nottingham Trent University.
Aaron has previously held academic positions in Macau (Macau University of Science and Technology; Institute for Tourism Studies [IFT]), Netherlands (Breda University of Applied Sciences) and a few UK HEIs (Bournemouth, University of South Wales, Huddersfield).
Cultural heritage management and marketing
Migrant travel behaviour
Sustainable travel experience
Visitor experience design & management
Strategic management & marketing
Special interest markets
Cross-cultural marketing in tourism and hospitality contexts
Advisory Council Member Fanimal Advisory Council
For more information, click here.
Refereed Journal Articles:
Zhang, C., Yankholmes, A., & Morgan, N. (2022) Promoting postcolonial destinations: paradoxical relations between decolonization and ‘East meets West’. Tourism Management https://doi.org/10.1016/j.tourman.2021.104458
Yankholmes, A., McKercher, B., & Williams, N. (2021). A latent class approach to examining migrant family travel behavior. Tourism Management https://doi.org/10.1016/j.tourman.2021.104387
Filimonau,V.,Todorova, E., Mzembe, A., Sauer, L., & Yankholmes, A. (2020). A comparative study of food waste management in full service restaurants of the United Kingdom and the Netherlands. Journal of Cleaner Production https://doi.org/10.1016/j.jclepro.2020.120775
Yankholmes, A., & McKercher, B. (2020). Migrants’ identify and subsequent travel behaviour. International Journal of Tourism Research, 22(5), 537-550 https://doi.org/10.1002/jtr.2354
Yankholmes, A., & McKercher, B. (2019). The impact of self‐concept and place attachment on migrants' travel. International Journal of Tourism Research, 1-13, https://doi.org/10.1002/jtr.2267
McKercher, B., Yankholmes, A. (2018). Travel as learned behaviour: Western migrants in Hong Kong and Macau. Tourism Management, 67:191-200. https://doi.org/10.1016/j.tourman.2018.01.006
Yankholmes, A. (2018). Tourism development as an exercise in three-dimensional power: Evidence from Ghana. Tourism Management Perspectives, 25: 1-12, https://doi.org/10.1016/j.tmp.2017.11.001
Yankholmes, A., & Timothy, D.J. (2017). Social distance between local residents and African-American expatriates in the context of Ghana’s slavery-based heritage tourism. International Journal of Tourism Research, 1-10. https://doi.org/10.1002/jtr.2121
Akyeampong, O., & Yankholmes, A. (2016). Profiling masquerading festival attendees in Ghana. Event Management, 20: 285-296. http://dx.doi.org/10.3727/152599516X14643674421933
Yankholmes, A. (2016). A look at the consumption behaviours along Ghana’s Slave Routes. Tourism Recreation Research, 41: 1-11. https://doi.org/10.1080/02508281.2016.1189736
Yankholmes, A., & McKercher B. (2015). Understanding visitors to slavery heritage sites in Ghana. Tourism Management, 51: 22-32. https://doi.org/10.1016/j.tourman.2015.04.003
Yankholmes, A., & McKercher (2015). Rethinking slavery heritage tourism. Journal of Heritage Tourism, 10: 233-247. https://doi.org/10.1080/1743873X.2014.988159
Yankholmes, A. (2014). Publish or perish: African scholarship in the field of tourism and hospitality studies. Tourism and Hospitality Research, 14: 97-107. https://doi.org/10.1177/1467358414536180
Yankholmes, A. (2013). Residents’ stated preference for scale of tourism development in Danish-Osu, Ghana. Cities, 31: 267-275. https://doi.org/10.1016/j.cities.2012.07.005
Yankholmes, A.K.B.& Shanshan L. (2012). Leisure and education in Ghana: an exploratory study of university students’ leisure lifestyles. World Leisure Journal, 54: 58-68. https://doi.org/10.1080/04419057.2012.668044
Yankholmes, A., Boakye, KAA., & Wellington, HNA. (2010). ‘Awusai Atso’: community attachment to the use of Transatlantic Slave Trade resources in Danish-Osu, Ghana. Journal of Heritage Tourism, 5: 49-67. https://doi.org/10.1080/17438730903484176
Yankholmes, A. (2010). Residents’ perceptions of tourism impact in Danish-Osu, Ghana. Journal of Educational Travel, 1: 33-50 Yankholmes, A., & Akyeampong, OA. (2010). Tourists’ perceptions of heritage tourism development in Danish-Osu, Ghana. International Journal of Tourism Research, 12: 603- 616. https://doi.org/10.1002/jtr.781
Yankholmes, A., Akyeampong, OA. & Dei, LA. (2009). Residents’ perceptions of Transatlantic Slave Trade attractions for tourism development in Danish-Osu, Ghana. Journal of Heritage Tourism, 4: 315-329. https://doi.org/10.1080/17438730903186441
Yankholmes, A. (2022). The Transatlantic Slave Trade: Africa’s Epitomous Heritage Tourism. In Cultural Heritage and Tourism in Africa. Routledge.
Yankholmes, A. (2022). Slavery Heritage. In Encyclopedia of Tourism Management and Marketing. Edward Elgar Publishing. Yankholmes, A (2018). Leisure in Ghana: Whence and Whither? In K.A Henderson and Sivan, A, Leisure from International voices (pp.53-62). Sagamore Venture, Urbana, IL.
Yankholmes, A (2017). The articulation of collective slave memories and ‘home’ among expatriate diasporan Africans in Ghana. In S. Marschall, Tourism and Memories of Home: Migrants, displaced people, exiles and diasporic communities (pp.222-245). Channel View Publications Ltd, Bristol, UK. https://doi.org/10.21832/9781845416041
Yankholmes, A. (2016) “Publish or perish” - Academic productivity of Africa-based scholars in tourism and hospitality. In M. Novelli (ed.), Tourism and development in Sub-Sahara Africa: Current issues and realities (pp.85-89 [online]).
Contemporary geographies of leisure, tourism and mobility. London and New York:
Routledge. del Valle Doistua, R.S., & Yankholmes, A.K.B. (2011). Valor del ocio en los jóvenes universitarios: un análisis desde las practicas. In A. M. Ortuzar & J.C. Amigo (eds.), Los valores del ocio: cambio, choque e innovación (pp. 137-157). Bilbao: Universidad de Deusto
Non-refereed published work:
Yankholmes, A. (2016). Will Macau’s casino-based tourism revenue bounce back? Tourism Society Journal, 166 (Autumn), 25: 25
Sustainable tourist behaviour